Personas 
Useful Design Tool or the Latest Fad?
Personas have recently grown in popularity as a design tool. Is this
technique a useful design tool or just a fad? This white paper explores
personas as an effective design tool and provides insight on its potential
pitfalls.
Ethnography
& Ethnographic Methods
Insight into Unexpressed Customer Needs
and Constraints
Ethnography has recently emerged as a buzz word in both market and user-experience
research but with little explanation of what ethnography is and what can
and cannot be learned using ethnographic methods. This white paper explores
these topics and gives additional insight on this important market research
topic.
Attribute Mapping
A Portal into Customer-Defined Quality
What do customers value in your product or service? Are there attributes/features
you could eliminate so as to reduce cost and pass on savings to customers?
What product features will have the biggest impact in generating satisfaction?
This white paper explains how we answer these kinds of questions for our
clients using a suite of analysis tools that includes the technique of Attribute
Mapping.
Experimental
Mystery Shopping
Are Businesses Spending Their Research
Dollars Wisely?
Many retailers have begun hiring mystery shoppers to collect customer feedback
and market research data. Our white paper explores possible pitfalls
of this trendy research method.
The Fallibility
of Focus Groups
Understanding the limits of focus groups will help your company make the right research decisions. This white paper explores the psychology of focus groups and discusses what they can and can't tell you.
Science
& Marketing Collide
San Antonio Businesses Gain New Insights
into Customer Behavior
A true understanding of your customers doesn't come from intuition, it comes
from research. This article discusses using the science of cognitive psychology
to create a product that meets the needs of your customers.
Confidence
Intervals Explained
Perceptive Sciences applies rigorous scientific and statistical techniques to business, marketing, and usability questions. Learn how using confidence intervals will allow you to better understand your data.
Ethnography
Learn about this powerful technique that has emerged as a hot topic for
market and user-experience research.